You're using LinkedIn wrong
If you’re trying to stand out on LinkedIn, it might seem like posting about your own achievements is a smart approach. But new research from The University of Texas at Arlington suggests a different strategy: highlight others.
After analyzing nearly 1,000 posts, Daniel Usera, a faculty member in the Department of Marketing, found that while business-focused content is the most common, interpersonal posts—those that celebrate colleagues and connections—generate the most engagement.
This study is his latest research on the platform, following one that examined what actually drives engagement on LinkedIn and what makes some posts “flop.”
We spoke with Dr. Usera about his latest findings and how people can make better use of the platform.
With already one LinkedIn study under your belt, why focus on LinkedIn content instead of other platforms?
Usera: LinkedIn is the world’s largest online professional network. Personally, it has been a critical resource for managing my network connections, finding guest speakers for my classes and acquiring new clients. I had a professor in graduate school who once said, “Research is me-search,” so I have that personal motivation to understand it as a business communication scholar.
Why is it important to understand what people post, not just how often they use LinkedIn?
Usera: I had two motivations for understanding posting. First, I teach LinkedIn to my students, and I wanted to give them some data-driven suggestions for what they could post about on the platform. My students often didn't know what to post about, so I wanted to collect a large sample of posts to explore the diversity of topics and to give them more ideas. Second, some outsiders believe that LinkedIn is just a place for self-promotion and “cringey" posts. Certainly, there is that, and there’s a whole Reddit forum dedicated to pointing those out. However, my data suggest a diversity of topics people post about, and it’s often not about themselves or their areas of expertise.
Interpersonal and observance posts generate more engagement. What does that reveal about LinkedIn audiences, and did it surprise you?
Usera: My hypothesis is twofold. First, I think posts that are either totally about or include others tend to be uplifting. In a place where one can self-promote their achievements or what their company is doing, I do think there is something inspiring or wholesome about making posts that are more interpersonal in nature. As a user scrolls through their feed, they are probably more likely to react or comment when they see something like that. Second, I think there’s a technical reason behind it, too. Whenever you tag someone, that person gets a notification. Thus, they are more likely to see the post and probably react to it since it’s about them.
Based on your findings, what should professionals post?
Usera: It depends on your goals. Job seekers should share career updates and demonstrate expertise in their target industry. Established professionals can highlight colleagues, share company news or spark discussions around industry trends. Ultimately, your content should align with what you want to achieve on the platform.
How can users balance professionalism with authenticity?
Usera: Trust that your network supports you. If you’re proud of a promotion, just say that. Things can feel “cringey” when people try to disguise their intentions—like humble-bragging. Instead of overcomplicating it, be straightforward and celebrate your achievements.
How can students use these findings to build their online presence?
Usera: Use it as a catalog of ideas when you’re not sure what to post about. Also, keep in mind that the categories can be combined; you can create a post that celebrates your new job and shows gratitude to the people who supported you along the way.
Is LinkedIn becoming both a social and professional platform?
Usera: Absolutely. LinkedIn is built for professional purposes, but it also includes interpersonal and even personal content. I like to think of it as a 24/7 networking event—you’re there for business, but you still build personal connections along the way.
After two studies, what questions remain?
Usera: I have a study idea to more systematically address the “cringe” factor and how best to reduce it to help reduce negative perceptions of what LinkedIn is for. I also think a follow-up study examining the motivations behind posting would be fruitful on a few academic and practitioner-level fronts.
About The University of Texas at Arlington (UTA)
The University of Texas at Arlington is a growing public research university in the heart of Dallas-Fort Worth. With a student body of over 42,700, UTA is the second-largest institution in the University of Texas System, offering more than 180 undergraduate and graduate degree programs. Recognized as a Carnegie R-1 university, UTA stands among the nation’s top 5% of institutions for research activity. UTA and its 280,000 alumni generate an annual economic impact of $28.8 billion for the state. The University has received the Innovation and Economic Prosperity designation from the Association of Public and Land Grant Universities and has earned recognition for its focus on student access and success, considered key drivers to economic growth and social progress for North Texas and beyond.